Exhibitor's Trade Review (Mar-May 1922)

Record Details:

Title:
Exhibitor's Trade Review
Date:
Mar-May 1922
Publisher:
New York, Exhibitor's trade review, inc.
Volume:
Exhibitor's Trade Review (Mar-May 1922)
Leaf #:
000443
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
In late-1916, Exhibitor's Trade Review entered a crowded market of weekly motion picture trade publications that already included the Moving Picture World, Motion Picture News, Exhibitor's Herald, and Motography, along with theatre and vaudeville-oriented papers that covered film, such as Variety, the Billboard, and the New York Clipper. To gain market share and differentiate itself from competitors, Exhibitor's Trade Review pursued a variety of tactics -- some constructive (gathering allies among exhibitor organizations), others destructive (smearing the reputations of competing trade papers and certain film companies that refused to buy advertising). Despite the behind-the-scenes controversies, though, Exhibitor's Trade Review appears to have, in the words of Alan Gevinson, 'established itself legitimately in its role as advisor to and fighter for the independent exhibitor.' All the issues that mattered to independent exhibitors were covered, including censorship, taxes, distributor contracts, piano accompaniment, and, of course, the films. In 1926, Exhibitor's Trade Review ceased weekly publication and only offered the daily service, Exhibitor's Daily, which was acquired a few years later by Martin Quigley as he attempted to consolidate the industry's trade papers under his control. -- Eric Hoyt, 2014
Date Added:
September 21, 2023
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April 8, 1922 EXHIBITORS TRADE REVIEW 1355 oAt last a Mazda Lamp for motion picture projection that does these things: FOR THE OPERATOR 1. Gives a steady picture.. 2. Makes perfect pickup. 3. Requires no adjustments while operat' ing. 4. Reduces heat in projection room. 5. No fumes, dust or dirt in projection room. FOR THE OWNER 1. Cuts current consumption from 30 to 60 per cent. 2. Gives steady and constant light source. 3. Eliminates flicker and eye strain. 4* Increases box office receipts by filling up front rows. For over two years our engineers worked to perfect this MAZDA lamp for motion picture projection; and our confidence in it is justified by its successful use during the past year in over 700 theatres throughout the country. This means that at last we have a 600-watt and a 900-watt Edison Mazda Lamp for motion picture projection in theatres with main floor capacity up to 1000 seats, or for a 16-foot picture, or for a throw up to 120 feet. For further particulars apply to the nearest office of the General Electric Company. EDISON LAMP WORKS OF GENERAL ELECTRIC COMPANY